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Changing Channels uncovers what it takes to get the next generation of technology to market. Join Larry Walsh, chief analyst and CEO of Channelnomics, for candid conversations with thought leaders, channel chiefs, and partner executives sharing actionable insights, best practices, and lessons learned in a channel that’s constantly changing. Each episode provides expert go-to-market guidance for enhanced performance in the channel.
Episodes
Tuesday Feb 20, 2024
The Impact of Tech Layoffs on DEI Initiatives
Tuesday Feb 20, 2024
Tuesday Feb 20, 2024
The tech industry is the generator of great wealth and a contributor to economic growth. The industry has provided trillions of dollars in opportunities to entrepreneurs and investors around the world, and it has offered a pathway to a better life for millions.
The last two years haven’t been kind to the tech industry. Many companies and their partners are struggling against strong economic headwinds resulting from the post-COVID recovery and geopolitical instability. While tech companies continue to generate profits, their operating costs are going up. The biggest impediments to performance and growth: Inflation, interest rates, automation, and general uncertainty.
In 2023, the tech industry laid off more than 260,000 jobs, with many job losses going uncounted. The downsizing rate more than doubled compared to 2022, and the trend is continuing into 2024. We’re at the beginning of the year, and tech companies across the industry are already planning more job cuts in their pursuit of “optimization” and “efficiency.”
Some of the downsizing is justified to control costs and maintain profitability. However, the departments often first in line for cuts – marketing, operations, administration – tend to have the highest numbers of women and people of color, leading to these layoffs disproportionately affecting minorities. This is ironic since the tech industry has been a champion of diversity, equity, and inclusion (DEI) programs.
In this episode of Changing Channels, host Larry Walsh is joined by David Lee, a software engineer turned corporate transformation advisor and DEI advocate, to discuss the layoff trend. Lee, who is also the author of “The Only One in the Room: The Unwritten Rules of Being Black in Tech,” shares his insights on the reasons behind the layoff trend and its impact on the tech industry's progress towards achieving its diversity objectives.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
About Larry Walsh:
• LinkedIn: https://www.linkedin.com/in/lmwalsh2112/
• Twitter: https://twitter.com/lmwalsh_CN
• Official Bio: https://channelnomics.com/team/larry-walsh/
About David Lee
• Official Website: https://www.iamdavidlee.com/
• LinkedIn: https://www.linkedin.com/in/identityjedi/
• Book on Amazon: http://tinyurl.com/yzhpx2tp
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Jun 06, 2023
HPE’s Paul Hunter on Transitioning Channels to ‘as-a-Service’
Tuesday Jun 06, 2023
Tuesday Jun 06, 2023
Paul Hunter, managing director of North America at HPE, joins Changing Channel’s Larry Walsh to discuss the traditional data center hardware company’s transition to the Everything-as-a-Service model and what it meant to its channel program.
In recent years, vendors across the tech industry have wholeheartedly embraced the Everything-as-a-Service (XaaS) model. This revolutionary approach involves selling technology in various forms through subscription and consumption-based models, which offer numerous benefits. The appeal of this model is undeniable: It generates recurring and predictable revenue while eliminating the uncertainties of sales cycles.
While companies that were born in the cloud or have a service-based foundation find it relatively straightforward to adopt the XaaS model, traditional hardware vendors and some software publishers face significant challenges. These companies have long-established transactional sales practices deeply ingrained among partners and customers. Convincing sellers to shift their product positioning to a service-oriented approach and embrace new compensation plans is no easy task. Likewise, getting partners to adopt product sales that require presenting different value propositions and costs can be equally challenging.
However, the lure of capturing recurring revenue is simply irresistible. As a result, many hardware vendors are undertaking the transition to XaaS sales models and channel programs, albeit at a slower pace than anticipated due to change management complexities.
Hewlett Packard Enterprise (HPE) stands out as a prime example of a company that has strategically embraced the service-based model. HPE introduced its cloud-based GreenLake platform in 2017 and set a primary objective of generating the majority of its revenue through service and hybrid infrastructure sales. Over the past five years, HPE has continuously restructured its internal organization and external channel programs to align with the XaaS model. Its efforts are paying off, as the company is well on its way to achieving its revenue goals through service sales in the near future.
HPE's accelerating transition to XaaS couldn't come at a better time. According to IDC, a considerable 71% of enterprises are shifting their workloads from public clouds to hybrid and on-premises infrastructure. This move is driven by the desire for enhanced administrative capabilities and cost control. Simultaneously, partners are identifying increasing opportunities to provide managed and professional services alongside XaaS and hybrid engagements. HPE recognizes these trends as significant drivers of growth.
In this edition of Changing Channels, we bring you an insightful discussion between Paul Hunter, the managing director of North America for HPE, and Channelnomics Larry Walsh. They delve into the vast opportunities presented to vendors and partners by the XaaS model, highlighting the successes and setbacks that HPE has experienced during the transition process. Moreover, they provide invaluable insights into how businesses can capitalize on the flourishing XaaS and hybrid infrastructure markets.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels: A Channelnomics Production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
Guest Paul Hunter: https://tinyurl.com/2utcv8pu
Channelnomics Podcasts
Changing Channels: https://tinyurl.com/4xfvevbn
The Network Effect: https://tinyurl.com/bdzzkwtb
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Apr 18, 2023
Ingram Micro’s Eric Hembree on Extended Reality & IoT in the Channel
Tuesday Apr 18, 2023
Tuesday Apr 18, 2023
Eric Hembree, director of Internet of Things at Ingram Micro, joins Changing Channel’s Larry Walsh to discuss the state of Extended Reality and IoT in the channel.
The reputation of Extended Reality (XR) technology is taking a hit as some consumer vendors are pulling back on their market development ambitions. But in the commercial segment, XR is just getting warmed up.
Ingram Micro, one of the world’s largest technology distributors, partnered with Channelnomics to study the state of XR — an umbrella term that includes augmented and virtual reality — in the channel. The research found that, while only a minority of partners are selling and supporting these products, their business is robust and growing.
The same is true of IoT, which represents a $2 trillion opportunity and has been promised as the next wave of technology innovation and growth for the past decade. Despite all of its promises, IoT remains a relatively small presence in the channel compared to more conventional technologies. Yet research developed by Channelnomics and Ingram Micro found that resellers and integrators focusing on IoT are doing well and growing rapidly.
In this special podcast, Eric Hembree, director of IoT at Ingram Micro, joins Changing Channel’s Larry Walsh to review the research conducted by Ingram Micro and Channelnomics, identify the current and emerging opportunities in XR and IoT, and discuss what it takes for vendors and resellers to leverage the channel to get these technologies to market.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels: A Channelnomics Production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
Guest Eric Hembree: https://tinyurl.com/26w9rwbu
Download Reports: https://tinyurl.com/4thvfuv4
Channelnomics Podcasts
Changing Channels: https://tinyurl.com/4xfvevbn
The Network Effect: https://tinyurl.com/bdzzkwtb
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Mar 07, 2023
The 2023 Channelnomics Channel Forecast
Tuesday Mar 07, 2023
Tuesday Mar 07, 2023
Economic uncertainty remains high, even as the general indicators start to point away from a recession disrupting the market in 2023. Channelnomics is adding to this more optimistic outlook with the recently released annual Channel Forecast report, which found that technology vendors believe indirect sales will increase this year.
The prospect of a good sales and revenue year is somewhat surprising amid the continuing string of technology company layoffs and mixed sales results by product category. The technology market is in flux and adjusting to the contemporary realities of the post-pandemic world. As supply chains ease and companies return to “normal” operating postures, their technology needs change accordingly.
In this special edition of Changing Channels, host Larry Walsh is joined by his Channelnomics colleagues Chris Gonsalves, chief research officer, and TC Doyle, vice president of strategic content, to discuss the channel performance trends and expectations that channel professionals can expect in 2023.
Reference Materials
2023 Channelnomics Channel Forecast: https://tinyurl.com/yn9m2wr8
Channelnomics Recession Survival Guide: https://tinyurl.com/5n6928pn
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels Is a Channelnomics production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Our Guests
Larry Walsh: https://bit.ly/3beZfOa
Chris Gonsalves: https://tinyurl.com/23s4m4m4
TC Doyle: https://tinyurl.com/2kt6ajyf
Channelnomics Podcasts:
Changing Channels: https://tinyurl.com/4xfvevbn
The Network Effect: https://tinyurl.com/bdzzkwtb
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Feb 21, 2023
Netskope’s David Rogers on the Security of Ecosystems
Tuesday Feb 21, 2023
Tuesday Feb 21, 2023
David Rogers, senior vice president of alliances and global channel sales at Netskope, talks to Larry Walsh about the security risks of the expanding world of ecosystems.
“Ecosystems” is a buzzword that everyone is talking about these days. In these collaborative networks of technology and value providers, vendors, distributors, resellers, service providers, and integrators work together to combine various applications and resources, resulting in a value that’s greater than the sum of their parts.
These ecosystems aren’t limited to the technology industry or the IT channel. Every industry is adopting ecosystems to maximize their products’ potential and enhance their value propositions to customers. The trend toward ecosystems is estimated to transform the economy, creating trillions of dollars in opportunities and outputs.
While enhancing value through ecosystems is a great idea, it also poses a problem — security. When an application connects with another, particularly one produced by a different company, it creates a potential security vulnerability. APIs and SDKs are often the root cause of many potential exploits that lead to data breaches and compromises.
Although the security of ecosystems is in its early stages, it’s growing in importance. As more businesses adopt ecosystems as a means of building systems and consuming technology, they also will take on the risk of security vulnerabilities that come with integrated resources.
Netskope, a provider of security risk management solutions, is tackling the challenge of ecosystem security with new tools that enable vendors, partners, and customers to ensure security from the outset of use and monitor systems for vulnerabilities.
David Rogers, senior vice president of alliances and global channel sales at Netskope, will join Changing Channels host Larry Walsh to discuss the ecosystem trend, the associated security issues, and the steps that vendors can take to ensure the integrity of their value networks.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels Is a Channelnomics production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
Guest David Rogers: https://tinyurl.com/cvdpcwa8
Channelnomics Podcasts:
Changing Channels: https://tinyurl.com/4xfvevbn
The Network Effect: https://tinyurl.com/bdzzkwtb
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Jan 24, 2023
Oracle’s Ross Brown on Cloud Economics
Tuesday Jan 24, 2023
Tuesday Jan 24, 2023
Ross Brown, senior vice president of North America Cloud Ecosystem Partners at Oracle, talks to Larry Walsh about what it means to make money in cloud computing.
The cloud is now mainstream. Vendors and partners make more money on cloud and other automated services sold through subscriptions than they do through traditional hardware and software products. A large part of cloud computing’s appeal is the recurring revenue — steady, predictable income with a consistent expense correlation. Unlike fluctuating, seasonal sales cycles, recurring revenue brings certainty.
Recurring revenue sounds simple in explaining the cloud computing model, but accounting for cloud revenue is much different and more difficult. Cloud computing is sold on extended contracts with pricing consideration based on consumption expectations over the lifetime of the engagement. Bookings don’t equal revenue. Revenue isn’t immediately recognized. There are revenue and costs associated with interconnected services. And customers can use “credits” to retire their purchasing commitments, but vendors must pay partners for those sales.
Pricing and accounting in cloud computing are complicated and confusing. Planning for growth, calculating profitability, measuring performance, and defining value to partners and customers are all a matter of how a vendor interprets GAAP (generally accepted accounting principles) and calculates cloud numbers.
Given the pervasiveness of cloud computing in the channel, Changing Channels asked a true expert in cloud services and business models — as well as the channel — to talk about cloud pricing, revenue recognition, and accounting practices. Ross Brown, senior vice president of North America Cloud Ecosystem Partners at Oracle, has one of the most in-depth understandings of cloud economics relative to vendor sales and partner engagement models. The insights Brown shares provide a next-level reveal of what it means to make money in cloud computing.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels Is a Channelnomics production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
Guest Ross Brown: https://tinyurl.com/4r5ej67s
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Jan 10, 2023
Palo Alto Networks’ Karl Soderlund on Challenging Complacency
Tuesday Jan 10, 2023
Tuesday Jan 10, 2023
Karl Soderlund, senior vice president of North America ecosystems at Palo Alto Networks, joins Larry Walsh to talk about what it takes for channel leadership and teams to continuously challenge themselves to look for improvements and better ways of doing things.
Technology is a driving force behind the transformation of the way businesses operate. One important aspect of this transformation is the channel, which vendors use to get their products to market through partners. Staying ahead of the competition and meeting customers’ evolving expectations require channel managers and teams to constantly seek ways to improve their strategies and operations.
Getting teams to pursue continuous improvement isn’t always easy. Some channel teams may become complacent, content with mediocre performance as long as it meets their basic needs. Others may adopt “best practices” and conform to standard structures and performance levels rather than trying new approaches. Some channel teams may avoid change due to perceived obstacles or cultural resistance to new ideas.
Implementing change is always a challenge. Questioning the status quo is even harder. It takes vision, planning, analytical skills, talented individuals, valuable insights, strong leadership, and, above all, courage. Companies that are willing to commit to continuous improvement, even when they’re already achieving notable success, tend to stay ahead of the competition and are better equipped to weather market shifts.
One such company that has consistently demonstrated a commitment to challenging the status quo, identifying and solving problems, and innovating its channel programs is Palo Alto Networks. With one of the most effective and well-structured channel programs in the industry, the vendor may seem to have little room for improvement, yet its channel leadership and management team are always seeking ways to enhance their programs, processes, and partner relationships.
Karl Soderlund, senior vice president of North America ecosystems at Palo Alto Networks, is an instrumental figure in the company’s culture of continuous improvement and challenging the status quo. In this episode of Changing Channels, Soderlund discusses with host Larry Walsh the importance of not settling for mediocrity and not being afraid of change when it comes to channel strategies and programs.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels Is a Channelnomics production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
Guest Karl Soderlund: https://tinyurl.com/3kv5brbd
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Dec 27, 2022
Best of Changing Channels 2022
Tuesday Dec 27, 2022
Tuesday Dec 27, 2022
Changing Channels welcomed dozens of seasoned and insightful channel leaders from around the world and across the industry to share their experiences in developing modern routes to market. As we transition to the new year, Channelnomics is revisiting some of the best moments of Changing Channels over the last 12 months. We’re looking back at the deep thoughts and experiences shared by numerous industry executives, including:
- Rob Rae, Datto
- Cheryl Cook, Dell Technologies
- Louise McEvoy, Trend Micro
- Ted Schumann, Planet One (now Avant)
- Michelle Hodges, Ivanta (formerly of GitLab)
- John Dusett, Ingram Micro Cloud
- Lou Serlenga, Nile
- Dan Tomaszewski, Kaseya
In addition, we recall some of the most salient soundbites of our top five guests of the year.
- Justin Crotty of NetEnrich on the importance of demonstrating value in managed services
- Kim King of Hitachi Vantara on building consensus in developing new systems
- Todd Palmer of Tanium on the fallacy of finding the right partners
- Eric Buck of Google on the value of distribution in bringing cloud services to market
- Patrick Pulvermuller of Acronis on the impact of the Russo-Ukraine War
Check out the great Changing Channel highlights of the year or see the full episodes on the Channelnomics YouTube channel.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels Is a Channelnomics Production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Nov 29, 2022
Dell Technologies’ Cheryl Cook on the Evolving Art of Channel Marketing
Tuesday Nov 29, 2022
Tuesday Nov 29, 2022
Cheryl Cook, senior vice president of global channel marketing at Dell Technologies, joins Larry Walsh to talk about the state of channel marketing, how marketing to and through the channel is evolving, and how to craft market-leading channel marketing programs.
Successful channels require a combination of good products with demonstrable value propositions, training and enablement to transfer skills required to sell and support the offerings, and marketing resources and support to drive the demand that leads to revenue and profitability.
Every vendor has channel marketing resources and functions that support partners’ go-to-market activities and keep partners engaged and informed about a vendor’s value propositions, programs and activities, and opportunities in the market. The effectiveness of channel marketing varies by vendor. Some vendors do a relatively good job of channel marketing, while others are merely scratching the surface. And all vendors are challenged to keep up with the latest techniques and tools for communicating their messages to and through partners.
Productive and effective channel marketing requires a combination of well-defined objectives, clear messages, systems and tools for conveying messages, and resources and support for guiding partners’ marketing efforts. The challenge is persistent as channel marketing must continuously evolve with changing market conditions.
In conversations with partners worldwide, one company keeps coming up as a good example of a vendor doing channel marketing right: Dell Technologies. For this episode of Changing Channels, we went right to the source to find out what makes Dell’s approach different from others. Cheryl Cook, senior vice president of global channel marketing at Dell, joins Changing Channels to talk about the current and evolving state of channel marketing and how to put together an effective channel marketing program.
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
Twitter: https://twitter.com/Channelnomics
Changing Channels Is a Channelnomics Production
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources
Host Larry Walsh: https://bit.ly/3beZfOa
Guest Cheryl Cool: https://www.linkedin.com/in/cherylscook/
In the Margins: https://tinyurl.com/2sun9z5s
© 2112 Enterprises LLC
Tuesday Nov 08, 2022
Kaseya’s Dan Tomaszewski on Enabling MSPs for Success
Tuesday Nov 08, 2022
Tuesday Nov 08, 2022
Dan Tomaszewski, executive vice president of channels at Kaseya, joins Larry Walsh to talk about what it takes to enable managed service providers for success and how to get partners to put skin in the game on joint efforts that result in growth.
Managed services providers (MSPs) are the most sought-after partners in the channel. Built on recurring revenue models and service delivery, MSPs have the attributes that vendors adopting and developing subscription-based sales models seek in their go-to-market channels. The conventional wisdom: MSPs get what vendors want and need, so partnerships should be simple, fast, and productive.
MSPs know the service and recurring revenue model, but generating a return on investment for vendors isn’t automatic. MSPs vary in their capabilities, capacities, and productivity. They require support in training, business development, technology adoption, and sales.
Many vendors that support or sell through MSPs offer training and other development resources. Most MSP partner programs follow traditional approaches in this regard, offering these enablement resources for free or having partners earn them based on performance. The result is a mixed bag.
Kaseya approaches MSP development differently in that it offers paid engagement. MSPs buy into a program that gets them access to resources and support — often through veteran MSP practitioners — to aid technology adoption, service development, marketing activities, and sales. The result is telling; MSPs that participate typically show better and more consistent growth.
Dan Tomaszewski, executive vice president of channels at Kaseya, joins Changning Channels to discuss Kaseya’s MSP enablement approach and why getting partners to put skin in the game is a good way to drive better results in managed services.